TikTok’s Sandie Hawkins – Beet.TV


Audience-based ad targeting has become more difficult as privacy laws give consumers greater control over their personal data and tech companies give them more ways to avoid online tracking. As advertisers emphasize the measurable business results of their campaigns, they are placing more weight on contextual targeting and integrating their brands with content.

That’s especially true with TikTok, the social video platform that this year became the first non-Facebook mobile app to reach 3 billion downloads worldwide, according to analytics firm Sensor Tower. TikTok uses a variety of algorithms to identify videos that have the power to go viral and to personalize the viewing experience for each of its users.

“Ads are part of that contextual experience,” said Sandie Hawkins, North America General Manager, Global Business Solutions, on social video platform TikTok, in this interview with Beet.TV. “The same algorithm that chooses the right content from a creator’s perspective is the same algorithm that chooses which ads to show.”

Community and creators

The brands that tend to be the most successful on TikTok are quick to identify trends that engage its community, which not only consists of people who watch videos, but also create them. TikTok made famous people whose videos went viral overnight.

“We see TikTok as a platform is about bringing the community together, figuring out what they like, and then rallying,” Hawkins said. “It’s really about what democratizing culture is, and what content should be, and letting brands be part of where culture is going.”

Since most of TikTok’s content consists of user-generated videos, brands make sure their posts appear in proper context.

“Brands can worry about brand safety features, so we’ve partnered with companies like OpenSlate to help brands be more comfortable with the content we have on our feed, because it’s really is where the magic is,” Hawkins said. .

Influencers creating videos and building an audience are an important part of the TikTok experience and provide brands with the opportunity to partner on campaigns. The company’s research found that 63% of users said they like it when brands feature TikTok creators in their videos.

“We’re always trying to make sure brands leverage creators when creating content,” Hawkins said.

You are watching “Reshaping Contextual Advertising”, a flagship Beet.TV series presented by OpenSlate. For more videos, visit this page.


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